UNDER ARMOUR
Holiday Campaign

While most brands focused on discounts during the holidays, Under Armour set out to connect with serious athletes through storytelling and content that felt personal, authentic, and aspirational.

We reimagined their Holiday Gift Guide as an immersive creator experience. Partnering with four fitness and wellness influencers, we designed custom crates filled with high-performance gear tailored to each person’s training style. Each crate told a story, taking the influencer and their followers on a journey through intense workouts, extreme conditions, and real-world testing.

The content was raw, visual, and grounded in performance. It resonated because it felt lived-in, not scripted. The campaign earned over 23 million Instagram impressions and was activated across both social and product marketing, reinforcing Under Armour’s focus on quality over hype.

Client: Under Armour
Agency: RED Creative Agency (later renamed to 160over90)
Role: Senior Integrated Producer (Agency-side)